/LC.GIF&client=easterncarolinaedu)
Promotional marketing how to create, implement and integrate campaigns that really work / Roddy Mullin.
| Author/creator | Mullin, Roddy |
| Format | Electronic |
| Edition | Sixth edition. |
| Publication Info | London : Philadelphia ; Kogan Page, [2014] |
| Description | xxi, 265 pages : illustrations ; 25 cm |
| Supplemental Content | Full text available from Entrepreneurship Database |
| Subjects |
| Uniform title | Sales promotion |
| Abstract | "Packed with practical examples as well as updated and new case studies, Promotional Marketing details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones. It includes new developments in the field, exploring the use of digital media such as mobile, interactive TV and web-based advertising. Topics covered include: -The purpose of promotional marketing -What promotional marketing can do for business success -How to use different techniques, including joint promotions, price promotions and off-the-shelf promotions -How to implement an integrated market strategy -Maintaining a crucial creative edge -The best ways to use suppliers -Researching and evaluating promotion "-- Provided by publisher. |
| Abstract | "The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions. Packed with practical examples to aid learning the 60+ case studies covered analyse promotions from brands such as Sainsbury's; Sellotape; Discovery Foods; Listerine; Hagen-Dazs; Natwest; BT; Shell; Diageo; Cadbury's and Kleenex. Topics covered include: the purpose of promotional marketing; what promotional marketing can do for you; how to use different techniques, including joint promotions, price promotions and off-the-shelf promotions; how to implement an integrated market strategy; maintaining a crucial creative edge; the best ways to use suppliers; and evaluating your promotion"-- Provided by publisher. |
| General note | Revised edition of the author's sales promotion. |
| General note | Includes index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2014025419 |
| ISBN | 9780749472467 (paperback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |